Neopets is entering a new era of gaming. Dominic Law, the CEO of World of Neopia, purchased the virtual pet website Neopets for $4M from NetDragon Websoft in July. When it first launched, Neopets allowed users to care for virtual pets, chat, and play minigames. And despite minimal evolution over the past decade, it still has over a million active users. Law’s team aims to modernize the site, restore discontinued minigames, and capitalize on nostalgia, making it a “living relic” that offers a unique gaming experience. Their “reactivation campaign” is targeting old players, and the updated site’s revenue will come from advertising, in-game purchases, and subscriptions. Future plans include merch licensing and a 3D simulator game, World of Neopets, while preserving the OG site. YPulse research shows young consumers have a knack for both nostalgia and cozy gaming—so rebooting childhood games is a sure way to grab their attention. (CNBC)
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